The 4 C’s:ClassificationCustomersClarityContent
The 4 C’s:Classification -Customers
Clarity - Content
Steve PlunkettSr. Search Scientist - Rockfish
SearchExchange
Everyone wants social, no one wants to do it right. Do search and ORM 1st.
ClassificationB2B or B2C or BothProducts or Service
Brick & Mortar or Ecommerce or Both
Classification: Industry Channels, Keywords, Meta Tags, Private/Public
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4
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2
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1
2
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Schema: ItemType: LocalBusinessItemType: Postal Address
Schema: ItemType: LocalBusinessItemProp: Photograph
Schema: ItemType: LocalBusinessItemProp: Review
Schema: ItemType: LocalBusinessItemProp: OpeningHours, DescriptionSchema: ItemType: LocalBusinessItemProp: GeoCoordinates, Maps
Social Proof: JS Call: Share Widgets
Social Proof: JS Call: Stream Check-ins, comments
Store Locator Schema Framework
Local Classification: Name, Address, Zip Code, Phone#, GPS coordinates
Travel Classification: Flights - Airlines must provide data in specific formats
CustomersWalk-In Traffic, Lead Gen or Shopping Cart
Location, Support or PriceDistributors – Vendors – WholesalersSubscription – Download – API Use
ClarityAnalytics – Webmaster Tools
WWW or MobilePaid or Organic
Stakeholder Sign OffPoint of Contact – Expectations
Revise or Confirm Project Scope
ContentThree C’s x 3
Classify Client’s ContentCreate Customer ContentCurate Client’s Customers
Client’s Content can require, images, text and can be just data.
Timing is Everything. Don’t Curate Customer Complaints!
The 4 C’s:Classification -Customers
Clarity - Content
Steve PlunkettSr. Search Scientist – Rockfish
@StevePlunkett
SearchExchange
